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Successful influencer campaigns depend first on identifying who is driving conversations; this research can be done with programs such as LittleBird, Traackr and Appinions, writes Jenna Dobkin. After your company has located the influencers related to your brand, cultivate a relationship and keep track of what they're saying, and don't neglect to measure the outcomes of your influencer campaign, Dobkin adds.

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Business-to-business marketers can effectively engage in social listening by engaging in conversations on sites where their target audience engages, Carter Hostelley writes. Insight can come from looking at popular hashtags, retweets and shares to develop a list of top influencers for a given industry. "You need to build an audience, a channel, a following," Hostelley writes.

Social-sharing startup Pitch'd helps brands run competitions by curating user-generated videos from Vine, Instagram or MixBit before they appear on brands' websites or Facebook pages, says founder Adam Stamper in this interview. The program gives brands the ability to moderate content before it shows up among submitted entries and provides analytics.

Nissan used social intelligence gathered from online conversations about electric cars to learn the common concerns of consumers and subsequently craft a campaign for its Leaf model. Nissan's campaign, "The Big Turn On," focuses on getting people to test-drive the Leaf after finding people were much more likely to be enthusiastic about electric cars after going for a spin. More than 1 million consumers participated.

Amazon will begin publishing HTML5-based Web applications in its app store for use on the Kindle Fire. Amazon is also making a developer toolkit available with an app tester and an application programming interface for in-app purchases. The move makes Amazon the first major app distributor to offer HTML5 apps without bundling them in a wrapper as Apple and Google require for iOS and Android.

Social conversations among customers provide strong avenues into understanding customers and figuring out who influences them the most, writes Carter Hostelley, founder and CEO of Leadtail. Hostelley writes that social media use can improve a company's marketing efforts because it provides insights, including which digital platforms are good promotion areas and who are thought leaders in different industries, and it can also aid in the development of buyer personas based on the content users share.